Bruce Willis Sells His Likeness to an AI Deepfake Company

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Deepcake did not immediately return Gizmodo’s request for comment, but Willis has previously collaborated with the company on a Russian phone commercial in 2021 that featured the actor put onscreen via AI.

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Willis is not the only star in Hollywood that has surrendered their likeness to AI. James Earl Jones announced his retirement from playing Darth Vader in future Star Wars franchise installments, and sold his voice to Respeecher, a Ukrainian AI company that creates dialogue using archival video.

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